Turning a Commodity Cocktail Premix into a Brand
True Brew Heritage started in 2014, and its rise to fame was The Singapore SLING Original Mix. A tribute to Singapore’s national cocktail took True Heritage Brew to new heights. The popularity of the drink started to penetrate deeper into the local markets and helped the company sign agreements with various well-known names, one of which is the renowned Raffles Hotel’s Long Bar.
This progress marked the company’s early success and served as a proof that the True Heritage Brew had a winning concept on its hand.
The early acceptance of the drink in the local markets was a clear indicator for the company that their product had the potential to be a hit in the international markets. They were now looking at deeper local market penetration and broader outreach in both domestic and the overseas markets. However, the company lacked a clear brand positioning strategy and brand identity, which were necessary for this next step.
The first thing we did was thorough research on the brand to assess its potential. We soon found that the True Heritage Brew had much potential for an extensive lineup of products and brand extension. We instantly started working on three key components of the branding strategy: brand positioning, brand personality, and brand vision. Defining these three significant components was going to serve as a critical differentiator of the brand. With a clear differentiator, the True Heritage Brew brand had every opportunity to ride on the growing cocktail culture.
We created the brand roadmap to bring everyone associated with the company on the same page. We further aligned marketing plans with the newly defined brand image and personality. We also worked with the company as its brand management partner. As a brand manager, we communicated with buyers and other partners to promote brand growth.
The transformation of True Heritage Brew’s SLING cocktail premix into a brand enabled the company to gain new partnerships and new customers. As its brand management agency, we supported the brand at Food & Hotel Asia Exhibition and pitched it to Formula F1 Grand Prix event to increase its exposure and visibility into more potential markets. With a more confident brand image, True Heritage Brew is ready to experiment with more product innovations to appeal to a broader audience.
Today, True Heritage Brew took its innovation levels to a new high, launching a series of exciting products into the market. These products include premix versions of other popular drinks such as Margarita, Pina Colada, Mai Tai, Mojito, and Sex on the Beach. Future new products targeting Millennials will include ice-blended versions of its drinks and cocktail sorbets.